IPG Mediabrands agencies UM, Society and Ensemble are launching Australia’s first adaption of the global “Whatever’s Comfortable” platform for Brown Forman spirits brand Southern Comfort.

Originally devised by Wieden + Kennedy New York and used as a worldwide platform for Southern Comfort, “Whatever’s Comfortable” highlights and champions the confidence it takes to be yourself.

“The campaign recognises that everyone is their own person. We are encouraging people to be comfortable and to show their awesome selves,” said Darren West, group marketing manager, North American Whiskeys. “The campaign is very popular already, but we felt we could go deeper in terms of relevance by developing local creative work that speaks to Australians’ sense of humour and affinity with people who can show they are comfortable with who they are.”

With UM and Society devising the media strategy, Ensemble Australia has produced several creative executions which will principally appear on large format Out-of-Home billboards for maximum visual impact.

A large portion of the new campaign will be driven in social media through specialist agency Society. The intention in social media is to highlight that, instead of Southern Comfort recognising certain marketing conventions related to its sector, Southern Comfort is comfortable with itself and encourages its community to do the same.

The local creative work begins appearing this week.